Imgis Inc, the web advertising delivery network, has changed its name to that of its main product, AdForce, raised $20m in new financing, and announced a clutch of new customers. The Cupertino, California company’s new investors are America Online Inc, Attractor Investment Management and Hambrecht & Quist. And some of its existing investors have gone round again, taking the total raised thus far by the company to $35m. AdForce competes with DoubleClick in the centralized management of advertising inventory, but it is not in the business of selling ad space. AOL has also signed a deal whereby it gets a worldwide license to AdForce and its interactive marketing group gets an exclusive relationship with AdForce, which will mean that AdForce customers can get AOL’s ad sales force to sell the advertising space on their site. However, emphasized AdForce, they are under no obligation to do so, and can continue to sell their own ad inventory or choose another ‘rep’ firm to do it for them. But, says the company, it is the only ad management company to provide access to the AOL sales force. The service will be available to AdForce clients from early next year. Its new customers also include: Netscape Communications Corp, which has chosen the AdForce technology to provide centralized ad delivery to certain sections of its Netcenter portal site; Centraal Corp; GoTo.com, a search engine; Hoovers Online; Impulse Buying Network; and Red Herring Online.